Case Study for Agency
03-1015000-310

Quaker State

Product:
Quaker State Motor Oil

Situation:
Quaker State was battling long-running rumors about its motor oil in
the Southeastern portion of the United States. An urban myth existed
and was being spread that the product caused problems in engines. In
truth, Quaker State’s motor oil was a top rated motor oil, but
convincing people who swore they would never use the brand was
difficult. If Quaker State hoped to improve sales both in the Southeast
and elsewhere, action had to be taken.

Goal:
Increase market share initially in the Southeast and ultimately
nationwide. Additionally, prove the sludge rumors wrong and reeducate
the target market about Quaker State Motor Oil.

Show Description:
"The Winning Formula," was craftily designed to demonstrate the
cleanliness of the motor oil, address the sludge issue without bringing
it up directly, provide respected and believable experts and
testimonials who would sing the product’s praises, and most importantly
keep the audience’s attention. This was accomplished through a high
production value show which focused on NASCAR racing’s popular Hendrick
Team, and multiple product demonstrations.

Offer:
The lead generating show utilized a sweepstakes to elicit response. The
sweepstakes was carefully devised to be appealing to the target
demographic: the grand prize was a Chevrolet Camaro Z28SS, while the
first prize was an all-expense paid trip to a major NASCAR event, with
the winners attending the race as honorary members of the Hendrick
Racing Team Pit Crew. Additionally, individuals who purchased a case of
Quaker State motor oil and returned proof-of-purchase received their
choice of a limited edition hat or T-Shirt.

Results:
"The Winning Formula" tested in the Southeast, and experienced both
favorable response and cost-per-lead numbers. The program was so well
received that the show was updated (reflecting the Hendrick Team’s
winning season) and rolled out nationally. Focus groups confirmed that
men representative of the target demographic were willing to consider
purchasing Quaker State Motor Oil after having seen the infomercial. In
addition, focus group attendees were impressed by the cleanliness of
the demonstration engines which had used Quaker State, and felt
confident about the product due to the racing team’s endorsement.

Agency Perspective:
Quaker State’s use of long-form advertising is a perfect example of how
a 30 minute format can provide the quantity and quality of product
information necessary to change people’s minds about a product. Through
extensive expert testimony and visually powerful demonstrations, Quaker
State forced potential customers to rethink their opinions about Quaker
State’s Motor Oil. In addition, a back-end program was designed to
develop an ongoing relationship, via direct mail, between the generated
leads and Quaker State. The overall direct response campaign, which
lead to the creation of 2 derivative national :30s, has given Quaker
State Motor Oil new life in the Southeast. The campaign will act as a
vehicle to distinguish Quaker State Motor Oil from other motor oils,
forming a concrete brand identity that can serve as the backbone for
further advertising efforts.